How can one brand speak to many audiences?

Pension Insurance Corporation (PIC) is only ten years old. It's already managing more than £16bn of assets, and targeting a pension market of £2 trillion. And it's still a private company. In anyone's book, this is a great story. But it can also be a challenging one to tell. That's because PIC audience is a truly diverse one – including policy holders. customers and investors.

THE CHALLENGE

Pension Insurance Corporation (PIC) is a privately owned specialist UK insurer. Established for ten years, it manages more than £16 billion of assets, and targets a pension market of £2 trillion.

PIC’s audience is a truly diverse one – including policyholders, customers and investors. Through the creation of a new corporate website, we needed to engage this vast audience whilst also providing them with the relevant content in an easily accessible manner.

In delivering the report and review, it was our goal to make the most of new brand elements to communicate the relaxed and approachable nature of the business. However, it was vital that information which appeared in both documents was consistently aligned throughout the process.

When it came to creating the website, it was clear that we would need to draw on comprehensive audience research. Generating personas for each kind of user would be an essential part of ensuring an intuitive experience. But we wanted to go further and deliver an engaging brand experience too.

THEAPPROACH

PIC takes particular pride in the personal, bespoke nature of its client solutions.

We knew we had to echo that experience within the corporate website. On top of this, the business approached us to create an Annual Report and Review concurrently that would serve their stakeholders. Again, the focus had to be on finding a flexible solution without compromising on the integrity of the brand.

When it came to creating the website, it was clear that we would need to draw on comprehensive audience research.

We generated personas for each kind of user which was an essential part of ensuring an intuitive experience. But we wanted to go further and deliver an engaging brand experience too.

In delivering the annual report and review, it was our goal to make the most of the new brand elements to communicate the relaxed and approachable nature of the business.

However, it was vital that information which appeared in both documents and on the website was consistently aligned throughout the process. We proposed a three-fold solution for the production of the website:

Firstly, we created dynamic content blocks to bring new information to the surface; empowering the user, encouraging exploration and inspiring return visits. The content blocks were implemented to improve ease of access to the correct content and reduce time on the ‘Contact administrator’ page.

Secondly, we developed a ‘Policyholder Lounge’ to directly address the needs of this audience, while creating a dedicated online space to engage customers and investors.

Thirdly, we crafted a creative concept with ‘depth and detail’. This combines content strategy, user experience, and information design.

THE RESULT

In its first year PIC’s website had 185,652 page views. 64.2% of visitors to the site were new visitors and the average page session is 02:23 – outstanding in the industry.

The creation of the website has also reduced the amount of direct inbound contact from stakeholders of the business with users finding and acting on the correct content on the website.